Spokesperson Tips

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INTERVIEW DOs AND DON’Ts

What to do during an interview:

DO “flag” key points with phrases like, “The most important thing is ...” or “I think the bottom line is ...”

DO speak in easily understandable terms. Avoid jargon and technical terms if simpler words would do.

DO use illustrations and anecdotes to “humanize” and explain your topic (“enough patients to fill Dodger Stadium ” is better than “75,000 patients”).

DO be sensitive to reporters’ deadlines.

DO be yourself. Don’t try to reinvent yourself for an interview ¾ you won’t be credible. Be the best you can be.

DO Relax! Relax! Relax!

DO be on time for your interview, whether it’s face-to-face or by telephone.

DO respond to questions in the “inverted triangle” style. This means that your first sentence or two should provide the reporter with a concise, accurate message.

DO listen to the reporter before responding with your message. Seems easy? A lot of people don’t do it but instead are thinking about the response they want to give, rather than the correct message to the question asked.

DO provide accurate spelling of your name, department or any other entity the reporter may question.

DO be honest. If you don’t know the answer to a reporter’s question, don’t try to fudge it! Tell the reporter you don’t know the answer but will find out and call back as soon as possible. It’s also a good idea to get the reporter’s deadline so you can ensure you do’t miss it.

DO be a stickler for accuracy. If a reporter presents inaccurate information in general conversation or as part of the interview, correct it right away.

DO ask for clarification if you do not understand a question. Reporters will often ask several questions at once. Listen carefully, and answer one question at a time.

DO use some facts and figures as appropriate to demonstrate your credibility.

What NOT to do during an interview:

DON’T over-answer. When you’re satisfied with your message, stop.

DON’T be afraid to pause. Taking a few seconds to think will seem much longer to you than to the reporter or audience, and will make you appear thoughtful and deliberate.

DON’T allow yourself to be provoked. Keep cool.

DON’T “fake” an answer if you don’t know it. If appropriate, assure the reporter you will provide the needed facts in a timely manner, or refer him/her to another source.

DON’T assume the reporter knows more about your area than you do. Usually, the reverse is true.

DON’T assume the microphone, camera or tape recorder is off immediately before or after an interview. You are still “fair game.” It’s safest to consider your entire interaction “on the record.”

DON’T keep a reporter waiting. Be on time for your interview.

DON’T be off-handed or too casual with any of your responses. Nothing is off the record. Don’t say anything you would not want to appear in the media.

DON’T make predictions, grandiose statements, or stray from the approved responses.

DON’T be intimidated by a reporter. If you feel uncomfortable about answering a question, say so and find the reporter another contact that might be more knowledgeable.

DON’T ask a reporter to send you a copy of the final article or tape. And don’t expect to see a copy of the final interview before it appears or is aired; you will not be asked to provide approval.